“But we’ve seen, in the DTC space especially, that they have to go hand in hand.” “In the apparel space, marketing traditionally focused on the product with the brand often taking a back seat,” Shokrian explained. Product and partnerships: Known for bold and colorful patterns and culturally relevant partnerships, MeUndies will continue to focus on marrying product design and brand strategy.“We’re confident that we’ll continue to grow our business and customer audience while finding new ways to excite, delight and reward our loyal members.” Evolving the subscription model: MeUndies’ membership approach is what initially disrupted the category, but now the company is focused on “taking our business to the next level and thinking about what membership 2.0 looks like,” Shokrian said.As Shokrian aims to extend the digitally native brand further into physical channels, his top priorities include: The capital infusion from Provenance will help the brand expand its core competencies across product design, production and distribution. Second, more shoppers have turned to ecommerce due to pandemic concerns, which has enabled us to significantly grow our membership program and our online community.” How MeUndies plans to use its latest funding round. That demand has driven a 100% increase in our loungewear business and a 75% increase in bralettes this year. “They’re looking for soft clothing that feels good to wear because it offers a sense of comfort, especially during these stressful times. “First, consumers working from home have been prioritizing comfort and casualwear,” Shokrian added. From a growth perspective, the company had “two tailwinds that many others didn’t. Why the pandemic gave MeUndies a competitive advantage.īetween its DTC business model and product focus on “ultra-comfortable underwear and loungewear,” MeUndies saw itself in an advantageous position, Shokrian explained. Which omnichannel investments are top priorities in 2021 and.Why MeUndies is integrating social responsibility into its broader community-building efforts.How COVID-19 impacted brand positioning and growth.Below, Shokrian shared his take on issues including: Since receiving $40 million in funding from growth equity investment firm Provenance in November 2020, Shokrian and the MeUndies team are doubling down on what made the brand special from the very beginning: comfort, creativity and self-expression. “Our team and our customers are our whole reason for being, so connecting authentically with them has been crucial to maintaining our momentum and achieving more success throughout this trying year.” “We were on a strong growth trajectory heading into 2020 and, fortunately, we’ve been able to accelerate our momentum and grow both our sales and our brand community this year despite all the challenges,” Shokrian said in an interview with Retail TouchPoints. Zeroing in on Gen Z and millennial customers specifically, the MeUndies brand, products and content emphasize inclusivity, body positivity and transparency, according to Founder and CEO Jonathan Shokrian. This is especially true if you’re attempting to define MeUndies, the Los Angeles-based underwear and loungewear company that turned the category on its head with its subscription model.įounded in 2011, MeUndies initially stood out with its bold, colorful and pop culture-infused prints as it acquired a loyal customer base through social media. When describing the essence of modern direct-to-consumer (DTC) brands, words like “digitally native,” “quirky,” “edgy” and “creative” are often used.
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